Overview

Conversion Rate Optimisation (CRO) Testing & UX Best Practices.

• Understanding CRO
  – How to develop an experimentation culture
  – Must-use tools for tracking and optimising digital marketing activity
• Maximising CRO across owned, earned and paid media activity
  – Full-funnel thinking
• Developing an effective data-driven approach
  – Web analytics
  – Social media tracking and pixels
  – CRM
  – Defining conversions
  – Understanding conversion attribution
• Navigating the shifting privacy landscape
  – iOS 14 and beyond
  – New ways of thinking post-privacy

Tracking Conversions With Google Analytics, Facebook Pixel & More.

• Google Analytics (GA) Background
  – Code installation
• GA Structure
  – Understanding properties
  – Using views
• Conversion tracking
  – Setting up Goals
  – Event tracking
  – Privacy smackdown
• GA 4
  – Opportunities
  – Set-up
• Meta Pixel
  – Conversion tracking
  – Other social pixels
  – Modelled conversions

Conversion Rate Optimisation Testing, Experimentation & Data Analysis

• Analysing conversion data
  –Why data isn’t all its cracked up to be
  –Metrics vs KPIs
  –Macro and micro conversions
• Optimising user journeys to drive more conversions
  –Reducing friction
  –Collating quantitative and qualitative CRO insights
• Testing
  –A/B testing
  –Multivariate testing
  –Understanding statistical significance in test data
• What to test?
  –Formulating your hypotheses
  –Creating an experimental process

Owned, Earned & Paid Media Conversion Rate Optimisation Strategies

• Coming up with CRO ideas
  – Data analysis
  – Hypotheses forming
  – Prioritisation frameworks
• Landing page optimisation
  – Optimising for user behaviour
  – Landing pages vs homepages
  – Visual hierarchy
  – The fold
  – Value proposition and copywriting
• Email optimisation
  – Effective evaluation
  – Automation
  – Copywriting and design